Pay per click -search engine marketing for dummies

386 613 0
Pay per click   -search engine marketing for dummies

Đang tải... (xem toàn văn)

Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống

Thông tin tài liệu

Pay Per Click Search Engine Marketing FOR DUMmIES ‰ by Peter Kent Author of Search Engine Optimization For Dummies 01_754943 ffirs.qxp 12/28/05 7:08 PM Page i 01_754943 ffirs.qxp 12/28/05 7:08 PM Page iv Pay Per Click Search Engine Marketing FOR DUMmIES ‰ by Peter Kent Author of Search Engine Optimization For Dummies 01_754943 ffirs.qxp 12/28/05 7:08 PM Page i Pay Per Click Search Engine Marketing For Dummies ® Published by Wiley Publishing, Inc. 111 River Street Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2006 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4355, or online at http://www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc., and/or its affiliates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REP- RESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CRE- ATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CON- TAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FUR- THER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ. For general information on our other products and services, please contact our Customer Care Department within the U.S. at 800-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Control Number: 2005935147 ISBN-13: 978-0-471-75494-7 ISBN-10: 0-471-75494-3 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 1B/RY/QR/QW/IN 01_754943 ffirs.qxp 12/28/05 7:08 PM Page ii About the Author Peter Kent is the author of numerous books about the Internet, including Search Engine Optimization For Dummies, the Complete Idiot’s Guide to the Internet, and the widely reviewed title, Poor Richard’s Web Site: Geek-Free, Commonsense Advice On Building a Low-Cost Web Site. His work has been praised by USA Today, BYTE, CNN.com, Windows Magazine, The Philadelphia Inquirer, and many others. Peter has been online since 1984, doing business in cyberspace since 1991, and writing about the Internet since 1993. Peter’s experience spans virtually all areas of doing business online, from editing and publishing an e-mail newsletter to creating e-commerce Web sites, from online marketing and PR campaigns to running a Web-design and hosting department for a large ISP. Peter was the founder of an e-Business Service Provider funded by one of the world’s largest VC firms, Softbank/Mobius. He was the VP of Web Solutions for a national ISP and VP of Marketing for a Web applications firm. He was also the founder of a computer-book publishing company launched through a concerted online marketing campaign. Peter now consults with businesses about their Internet strategies, helping them to avoid the pitfalls and to leap the hurdles they’ll encounter online. He also gives seminars and presentations on subjects related to online market- ing in general and search engine marketing in particular. He can be contacted at Dummies@PeterKentConsulting.com, and more information about his background and experience is available at www.PeterKentConsulting.com. 01_754943 ffirs.qxp 12/28/05 7:08 PM Page iii 01_754943 ffirs.qxp 12/28/05 7:08 PM Page iv Dedication For Cheryl Author’s Acknowledgments Thanks again to Wiley’s staff, in particular Acquisitions Editors Terri Varveris and Tiffany Franklin and Project Editor Blair Pottenger, for putting up with my idiosyncrasies and believing that indeed they would finally end up with a book, more or less on time. And, of course, the many Wiley staff members editing, proofreading, and laying out the book. 01_754943 ffirs.qxp 12/28/05 7:08 PM Page v Publisher’s Acknowledgments We’re proud of this book; please send us your comments through our online registration form located at www.dummies.com/register/. Some of the people who helped bring this book to market include the following: Acquisitions, Editorial, and Media Development Project Editor: Blair J. Pottenger Acquisitions Editors: Terri Varveris, Tiffany Franklin Copy Editor: Andy Hollandbeck Technical Editor: Paul Chaney Editorial Manager: Kevin Kirschner Media Development Manager: Laura VanWinkle Media Development Supervisor: Richard Graves Editorial Assistant: Amanda Foxworth Cartoons: Rich Tennant ( www.the5thwave.com) Composition Services Project Coordinator: Jennifer Theriot Layout and Graphics: Carl Byers, Andrea Dahl, Stephanie D. Jumper, Barry Offringa Proofreaders: Leeann Harney, TECHBOOKS Production Services Indexer: TECHBOOKS Production Services Publishing and Editorial for Technology Dummies Richard Swadley, Vice President and Executive Group Publisher Andy Cummings, Vice President and Publisher Mary Bednarek, Executive Acquisitions Director Mary C. Corder, Editorial Director Publishing for Consumer Dummies Diane Graves Steele, Vice President and Publisher Joyce Pepple, Acquisitions Director Composition Services Gerry Fahey, Vice President of Production Services Debbie Stailey, Director of Composition Services 01_754943 ffirs.qxp 12/28/05 7:08 PM Page vi Contents at a Glance Introduction 1 Part I: Preparing for Your Campaign 7 Chapter 1: Introducing Pay Per Click Advertising 9 Chapter 2: The Different Forms of PPC 27 Chapter 3: Calculating ROI (Return on Investment) 43 Chapter 4: Selecting Keywords 65 Chapter 5: Creating Landing Pages 93 Chapter 6: Finding the Right Words for Your Ad 119 Chapter 7: Bidding on Keywords 141 Part II: Using the PPC Systems 165 Chapter 8: Working with Yahoo! Sponsored Search 167 Chapter 9: Buying Traffic from Google AdWords 197 Chapter 10: Harnessing MSN Keywords 223 Chapter 11: Using the Second-and Third-Tier PPC Systems 241 Chapter 12: Using Geo-Targeting 249 Chapter 13: Working with Content or Contextual Placement 273 Chapter 14: Other PPC Services — Shopping Directories, Yellow Pages, and More 293 Part III: Managing Your Campaign 305 Chapter 15: Using Click Tracking and Conversion Tracking Tools 307 Chapter 16: Working with Bid-Management Tools 317 Chapter 17: Avoiding Click Fraud 325 Part IV: The Part of Tens 335 Chapter 18: Ten Ways to Make Money Selling Clicks 337 Chapter 19: Ten Ways to Stay Up-to-Date and Track Down the Details 345 Index 351 02_754943 ftoc.qxp 12/28/05 7:08 PM Page vii 02_754943 ftoc.qxp 12/28/05 7:08 PM Page viii [...]... 346 SearchEngineWatch .347 WebMasterWorld 347 PayPerClickSearchEngines.com 347 Pandia 348 Open Directory Project’s PPC Category 348 Yahoo! Directory 348 Other PPC Sites 349 Search Engine Optimization For Dummies .349 Index 351 Introduction W elcome to Pay Per Click Search Engine Marketing For Dummies If you’re... .39 x Pay Per Click Search Engine Marketing For Dummies eBay Keywords .40 Pay Per Call .41 PPA — The Next Wave? 42 It’s Not Just Google and Yahoo! 42 Chapter 3: Calculating ROI (Return on Investment) 43 Conversion Ratio, Click Value, ROI, and More 44 Calculating Gross Profit and Breakeven Cost Per Sale 46 Breakeven Cost Per Click ... Selling Clicks 337 Generating a Lot of Traffic 337 Picking High-Value Keywords .338 Buying Clicks to Sell Clicks 339 Combining and Experimenting with Ad Systems .340 Signing Up with Google AdSense 340 Experimenting with Different Features 341 Working with the Yahoo! Publisher Network 342 xv xvi Pay Per Click Search Engine Marketing For Dummies. .. simplifies the whole Pay Per Click advertising business for you You find out how to make PPC ads work for you, not against you In this book I show you how to ߜ Figure out where to place your PPC ads You have many choices ߜ Make sure that you’re using the right keywords to trigger your PPC ads ߜ Calculate your breakeven and gross profit numbers 2 Pay Per Click Search Engine Marketing For Dummies ߜ Calculate... 6 Pay Per Click Search Engine Marketing For Dummies Part I Preparing for Your Campaign Y In this part ou’ll hear often from the Pay Per Click (PPC) companies that you can get started with your PPC campaign in minutes, and perhaps you can Whether you should or not is another matter Personally, I think you’d be wellserved to find out a bit before you jump in with both feet Perhaps you think you already... actually click it? And if people do click, how often will they click? In general, not very often, somewhere near 1percent of the time (and often way below that level) And that’s where PPC comes in Understanding PPC: What It Is and Why You Should Care With PPC, you’re not paying for a promise, and you’re not paying to load an ad onto a page You’re paying for an actual result, a click With PPC, you don’t pay. .. life easier for people tracking hundreds, or thousands, of keywords and thousands of PPC ad impressions every day Oh, and before leaving this part of the book, I examine a controversial subject: click fraud Perhaps 20 percent of all clicks on PPC ads are fraudulent, according to some experts Fraud rates have even hit as high as 80 percent for some advertising campaigns Why would people click PPC ads... and you don’t even pay if someone does see it but doesn’t click You pay only when someone clicks your ad In the business, people talk about buying clicks because that’s just what they (and you) are doing You’re paying a PPC company each time someone clicks a link pointing to your Web site 11 12 Part I: Preparing for Your Campaign Now, I wouldn’t go so far as to say you’re paying for a lead you’re... to pay each time someone clicks on the ad 5 Later, someone arrives at the search engine, enters one of the keywords or keyword phrases specified, and clicks the Search button 6 The search engine finds the matching ads and places them on the results page 7 If the searcher clicks the ad, he is taken to the advertiser’s Web site, and the advertiser is charged for the click Chapter 1: Introducing Pay Per. .. little while learning the background first Chapter 1 Introducing Pay Per Click Advertising In This Chapter ᮣ Understanding what sets Pay Per Click (PPC) advertising apart ᮣ Understanding how PPC ads work ᮣ Learning the ins and outs of PPC ads ᮣ Avoiding PPC tunnel vision I f you’re reading this book, you’ve heard the hype about PPC Pay Per Click advertising is many things to many people To some, it’s . iv Pay Per Click Search Engine Marketing FOR DUMmIES ‰ by Peter Kent Author of Search Engine Optimization For Dummies 01_754943 ffirs.qxp 12/28/05 7:08 PM Page i Pay Per Click Search Engine Marketing. For Dummies 349 Index 351 Pay Per Click Search Engine Marketing For Dummies xvi 02_754943 ftoc.qxp 12/28/05 7:08 PM Page xvi Introduction W elcome to Pay Per Click Search Engine Marketing For Dummies. . 301 Using Pay Per Call 302 Pay Per Click Search Engine Marketing For Dummies xiv 02_754943 ftoc.qxp 12/28/05 7:08 PM Page xiv Part III: Managing Your Campaign 305 Chapter 15: Using Click Tracking

Ngày đăng: 26/03/2014, 23:07

Từ khóa liên quan

Mục lục

  • Pay Per Click Search Engine Marketing For Dummies

    • About the Author

    • Dedication

    • Author’s Acknowledgments

    • Contents at a Glance

    • Table of Contents

    • Introduction

      • About This Book

      • Foolish Assumptions

      • How This Book Is Organized

      • Icons Used in This Book

    • Part I: Preparing for Your Campaign

      • Chapter 1: Introducing Pay Per Click Advertising

        • The Days before PPC

        • Understanding PPC: What It Is and Why You Should Care

        • Is Everyone Making Money with PPC?

        • Why Bother Using PPC?

        • Placing Eggs in Several Baskets

      • Chapter 2: The Different Forms of PPC

        • The Big Two PPC Search Engines

        • Who Feeds Whom?

        • Second-Tier PPC Systems

        • Third-Tier Search Engines

        • Geo-targeting

        • Content-Match or Contextual PPC

        • Underlined Words

        • Paid Inclusion

        • Trusted Feeds

        • Shopping Directories

        • eBay Keywords

        • Pay Per Call

        • PPA — The Next Wave?

        • It’s Not Just Google and Yahoo!

      • Chapter 3: Calculating ROI (Return on Investment)

        • Conversion Ratio, Click Value, ROI, and More

        • Calculating Gross Profit and Breakeven Cost Per Sale

        • Breakeven Cost Per Click

        • Figuring Out Return on Investment (ROI)

        • Deferred Actions

        • Offline Sales

        • Including Lifetime Value

        • Forget the Value of Branding

        • Pulling It All Together

        • Modifying the Essential Factors

      • Chapter 4: Selecting Keywords

        • Understanding the Importance of Keywords

        • Thinking Like Your Prey

        • Starting Your Keyword Analysis

        • Using a Keyword Tool

        • Using Wordtracker

        • Narrowing Your Keyword Choices

        • Avoiding Trademark Problems

      • Chapter 5: Creating Landing Pages

        • Landing Pages That Work

        • Landing Pages That Could Be Better

        • Picking a Landing Page

        • It’s Not Just about Pricing

        • Landing Page Tips

        • Your Site’s Part of the PPC Campaign

        • Making Your Web Site Sell

        • Tips for an Effective Web Site

        • Pure E-commerce Sites

        • PPC Rules of Landing Pages

      • Chapter 6: Finding the Right Words for Your Ad

        • Small Changes = Huge Benefits

        • Different Systems, Different Ads

        • Viewing the Editorial Guidelines

        • Encouraging Clicks

        • Discouraging People from Clicking

        • Avoiding Rejection

        • Testing your ads

      • Chapter 7: Bidding on Keywords

        • Understanding Basic Bidding

        • Using Bidding Strategies

        • Use Auto-Bidding Software

        • Finding Cheaper Clicks

        • Keyword Matching Methods

    • Part II: Using the PPC Systems

      • Chapter 8: Working with Yahoo! Sponsored Search

        • Picking a Membership Level

        • Creating Your Yahoo! Account

        • Serving Yourself

        • Adjusting Account Settings

        • Checking Editorial Status

        • Creating More Ads

        • Managing Your Yahoo! Campaign

        • Editing Listings

      • Chapter 9: Buying Traffic from Google AdWords

        • Creating Your Google Account

        • Removing Content Placement

        • Using the All Campaigns Page

        • Creating More Campaigns, Ad Groups, and Ads

        • Managing a Campaign

        • Managing Your Ad Groups

        • The Vagaries of Google Bidding

        • Getting Help Placing Bids

        • Changing Matching Options

        • Reviewing Rejected Ads

      • Chapter 10: Harnessing MSN Keywords

        • Creating Your MSN AdCenter Account

        • Managing Your Campaigns

      • Chapter 11: Using the Second-and Third-Tier PPC Systems

        • Three Reasons to Use Tier II Systems

        • Will Tier II Systems Work for You?

        • Finding Tier II Systems

        • Tier II Features

        • Working with Tier III Systems

      • Chapter 12: Using Geo-Targeting

        • Why Is Geo-Targeting So Important?

        • How Does Local Search Work?

        • Creating Your Ads

        • Using Google Local Targeting

        • Using Yahoo! Local Advertising

        • Working with MSN Location Targeting

        • Don’t Forget the Yellow Pages

        • Other PPC Services

      • Chapter 13: Working with Content or Contextual Placement

        • What Is Content Placement?

        • The Problems with Content Placement

        • Using Content Placement Despite the Problems

        • Working with Google’s Content Network

        • Using Yahoo!’ s Content Match

        • Using Other Content Placement Systems

      • Chapter 14: Other PPC Services — Shopping Directories, Yellow Pages, and More

        • Using Vertical Targeting

        • Using the Shopping Directories

        • PPA or CPA Services

        • Working with the Yellow Pages

        • Using Paid Inclusion and Trusted Feeds

        • Using Pay Per Call

    • Part III: Managing Your Campaign

      • Chapter 15: Using Click Tracking and Conversion Tracking Tools

        • Tracking the Sales Funnel from A to Z

        • Using the Reports

        • Working with Basic Tracking Techniques

        • Working with Google

        • Using Advanced Third-Party Systems

      • Chapter 16: Working with Bid-Management Tools

        • Why Bid Management?

        • Designing the Ideal PPC Manager

        • Using Proprietary Bid Managers

        • Using Atlas OnePoint BidManager

        • Finding Other Bid-Management Tools

        • Build Your Own Bid-Management Tool

        • Using a Bid-Management Firm

      • Chapter 17: Avoiding Click Fraud

        • Understanding Click Fraud

        • Different Fraud Tactics

        • Watching for Impression Fraud

        • What Are the PPC Companies Doing about Click Fraud?

        • Protecting Yourself

        • Identifying Click Fraud

        • Using a Click Fraud Detection Service

        • Complaining to the PPC Service

    • Part IV: The Part of Tens

      • Chapter 18: Ten Ways to Make Money Selling Clicks

        • Generating a Lot of Traffic

        • Picking High-Value Keywords

        • Buying Clicks to Sell Clicks

        • Combining and Experimenting with Ad Systems

        • Signing Up with Google AdSense

        • Experimenting with Different Features

        • Working with the Yahoo! Publisher Network

        • Finding Other PPC Systems

        • Creating Your Own PPC System

        • Thinking about Affiliates

      • Chapter 19: Ten Ways to Stay Up-to-Date and Track Down the Details

        • Let Me Help Some More

        • The PPC Systems Themselves

        • The Google Learning Center

        • Yahoo!’ s Training Manual

        • SearchEngineWatch

        • WebMasterWorld

        • PayPerClickSearchEngines.com

        • Pandia

        • Open Directory Project’s PPC Category

        • Yahoo! Directory

        • Other PPC Sites

        • Search Engine Optimization For Dummies

    • Index

Tài liệu cùng người dùng

  • Đang cập nhật ...

Tài liệu liên quan